Fictional “parenta-life” coach Dr. Rick is at it again with a couple of new Progressive Insurance spots directed by Martin Granger of Moxie Pictures for Arnold Worldwide, including this one titled “Elevator.”
In this :30, Dr. Rick uses the experience of riding in a crowded elevator as a learning opportunity. Avoiding small talk and facing the doors with the rest of the crowd may seem like simple tasks, but they can be especially hard for young homeowners. Luckily, Dr. Rick is up for the challenge.
“The executions in this campaign that really demolish are the ones that manage to be universal and totally unexpected,” said Arnold chief creative officer Sean McBride, who added, “Before I read the elevator script, I’d never considered for a moment how a parent behaves in an elevator. But by the time I got to the second joke, I’m nodding and laughing.”
